As Shayndi Rice reports in the Wall Street Journal: “Startups are trying to reduce their reliance on Facebook Inc., a potential threat to the social network as it moves forward with its highly anticipated initial public offering. The risks and rewards of cooperating with Facebook were on display here at the South By Southwest conference this week. While social games maker Zynga Inc. and other game companies have built themselves off Facebook and its 950 million users, startups at the conference began to express a different fear: That a more profit-oriented Facebook may eventually demand steep tolls for using the social network to reach end users.”

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Photo by the Associated Press